How gamification of emails allows Yakaboo to have interaction subscribers and enhance conversion charges — Stripo.electronic mail

Should you’re nonetheless contemplating investing sources in gamification for electronic mail advertising and marketing, this case research from Yakaboo, the Yespo advertising and marketing company, and Stripo, is a must-read. Uncover how AMP video games affect key electronic mail marketing campaign metrics and increase gross sales. Take pleasure in examples and concepts for game-infused emails to implement in your enterprise.

Case research authors

Yakaboo is a nationwide guide platform in Ukraine, providing over 300,000 books in 71 languages. One in every of its gross sales channels is electronic mail advertising and marketing, via which Yakaboo sends its subscribers details about new merchandise, thrilling collections, and promo codes.

Yakaboo collaborates with the Yespo advertising and marketing company, which assists in getting ready and sending out the newsletters via the omnichannel Yespo Buyer Information Platform (CDP). In getting ready the e-mail campaigns with AMP video games, the Stripo workforce performed an lively position. The Stripo editor performance was used to develop the gamification factor.

The problem: How you can implement gamification in electronic mail campaigns and begin utilizing AMP video games

In speaking with prospects, Yakaboo at all times focuses on their consolation and strives to enhance its service. Due to this fact, even in promotional electronic mail newsletters, they dedicate important effort to making sure that the content material is participating and helpful for his or her prospects.

A number of years in the past, Yakaboo diversified its promotional emails to actively have interaction subscribers, elicit responses to their emails, and promote studying. Emails with gamification entertain subscribers, appeal to consideration to the model, and make promotional emails fulfilling.

Most significantly, recreation mechanics excite subscribers about receiving promo codes and enhance the probability of them utilizing them to buying merchandise. Due to this fact, boosting gross sales is likely one of the main enterprise targets.

The primary electronic mail with gamification appeared as a small survey with multiple-choice solutions. Upon clicking the button with the proper reply, the subscriber obtained one other electronic mail with a prize.

After a number of profitable campaigns, Yakaboo determined to attempt a extra advanced type of gamification — an AMP recreation — for which they turned to the Yespo company workforce.

Resolution: Involving Yespo consultants and the Stripo editor performance

A superb recreation needs to be impeccably executed — from idea to technical particulars. The important thing problem in creating AMP video games in emails is the e-mail coding, which should take into account all settings.

How the work on AMP recreation emails is carried out

The preparation course of takes a few month and contains seven principal phases:

  1. First, Yakaboo brainstorms the concept for the e-mail:

    • what the mechanics might be;
    • whether or not the publication might be thematic for a sure event;
    • whether or not the e-mail might be tied to a vacation;
    • the seasonality and demand for sure varieties of merchandise.

  2. The subsequent stage is setting out a technical job for all course of individuals.
  3. All particulars are coordinated with the Yespo company supervisor.
  4. Getting ready creatives begins — Yakaboo handles the design and copywriting of AMP emails in-house after which passes them on to Yespo.
  5. Yespo performs the structure of the AMP block and the e-mail itself, whereas the HTML model is completed immediately within the Stripo editor.
  6. The completed electronic mail is examined on numerous electronic mail companies and gadgets, with checks for cell adaptability and proper show in darkish mode.
  7. Lastly, the e-mail is able to be launched.

Examples of Yakaboo’s AMP recreation emails with totally different mechanics

It’s important to keep away from repeating mechanics and to develop one thing new every time to maintain subscribers . Listed here are a number of examples of AMP recreation emails which have carried out effectively in Yakaboo’s campaigns.

Halloween matching recreation

The subscriber’s job was to match the title of a well-known guide with a picture symbolizing it. The guide themes have been chosen to suit the vacation — mysticism and horror.

Example of email with a gamification

(Supply: E mail from Yakaboo)

Upon profitable recreation completion, a promo code of 15% immediately appeared within the electronic mail to make use of for purchases. Site visitors was not misplaced, since there was no want to attend for an extra electronic mail.

Example of a promo code for purchases

(Supply: E mail from Yakaboo)

St. Nicholas Day recreation with maze completion

On this recreation, the subscriber’s job was to click on on elements of the trail, paving the best way for St. Nicholas to cross.

Example of email with maze completion

(Supply: E mail from Yakaboo)

As soon as the whole route was assembled and St. Nicholas crossed, a promo code of 21% (in honor of December 21) was immediately revealed.

Example of email with maze completion

(Supply: E mail from Yakaboo)

Quiz recreation for the Independence Day of Ukraine

On this quiz, subscribers wanted to accurately reply questions on Ukraine’s historical past to obtain a 20% low cost.

Example of email with quiz game

(Supply: E mail from Yakaboo)

E-book Appreciation Day recreation

On this recreation, subscribers needed to rapidly take away books from the cabinets inside a restricted time. The variety of books fetched decided the low cost code obtained.

Example of email with game of fetch 

(Supply: E mail from Yakaboo)

Shock wheel

This recreation was created for the shop’s anniversary. Subscribers needed to spin the wheel to obtain a reduction. The dimensions of the low cost and the corresponding promo code with an activation button appeared immediately within the electronic mail.

Example of email with spin-the-wheel game

(Supply: E mail from Yakaboo)

Matching photos of winter fairy-tale characters

This was one other matching recreation with a 10-second time restrict to instill a way of pleasure in subscribers. The variety of makes an attempt was limitless, growing the need to make use of the next 20% low cost.

Example of email with finding the pair game

(Supply: E mail from Yakaboo)

Challenges of making AMP video games and the best way to resolve them

The primary challenge with AMP emails arises with customers whose electronic mail purchasers don’t assist AMP. Two variations of the e-mail are created “inside” one electronic mail to stop dropping these subscribers and dropping visitors:

  1. Model for customers with AMP assist.
  2. An equivalent electronic mail for customers with out AMP assist. In such emails, subscribers obtain a hyperlink to an identical recreation on the web site that they will play.

Relying on the subscriber’s electronic mail service, they see the AMP recreation instantly or a hyperlink to it. Within the preliminary phases of utilizing AMP video games, some electronic mail visitors was misplaced when transitioning to the web site. This challenge was resolved by manually including tags to each emails.

Outcomes: Impression of AMP video games on gross sales and electronic mail publication responses

Undeniably, electronic mail advertising and marketing efficiency and outcomes rely upon the supply within the electronic mail and the corporate’s complete technique. Nonetheless, the outcomes of the AMP newsletters pleasantly stunned and happy Yakaboo.

Listed here are a number of examples of such outcomes:

  • one publication helped enhance channel income by 20%;
  • the typical open fee (OR) elevated by 12%;
  • the typical order worth (AOV) elevated by 50%.

General, utilizing these emails, Yakaboo anticipates a ten% enhance in gross sales income, which is a strong argument for his or her utilization.

Yakaboo’s plans for AMP video games

AMP video games are a superb technique to have interaction subscribers and stand out from opponents. Yakaboo additionally plans to include AMP into set off emails and take a look at their effectiveness.

Create AMP video games in your subscribers with Stripo